Week 4

Question 1

Microculture

Answer 1

Refers to the unique set of values, beliefs, and behaviours shared by a small group of individuals within a larger culture. It influences consumer behaviour by shaping their preferences, attitudes, and purchasing decisions.

Question 2

Consumer culture traits

Answer 2

Independent self-construal (a way of thinking about oneself that emphasises separateness from others and defining oneself by internal attributes: )

Interdependent self-construal (a way of defining oneself as being connected to other people)

Question 3

Major microcultural groups

Answer 3

Age based
Religious
Ethnic

Question 4

Examples of microculture

Answer 4

Vegan community – form microculture w unique dietary preferences and ethical beliefs, influencing their purchasing decisions

Gamers – have own microculture, w specific interests in video games, tech, and gaming accessories

Fitness enthusiasts – specific preferences for health foods, workout gear, and fitness-related products

Question 5

Cultural and demographic trends affecting consumer behaviour

Answer 5

Declining birth rates
Increasing life expectancy
Increasing cultural diversity
Increasing customer wealth